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Tosh Alexander calls listeners to attention with ‘Cum Yah’

Published:Friday | October 7, 2022 | 12:09 AMStephanie Lyew/Gleaner Writer
Tosh Alexander on the set of the music video for ‘Cum Yah’.
Tosh Alexander on the set of the music video for ‘Cum Yah’.
Tosh Alexander was styled by Neko ‘Bootleg Rocstar’ Kelly and Annalisa ‘Annaixe’ Guthrie.
Tosh Alexander was styled by Neko ‘Bootleg Rocstar’ Kelly and Annalisa ‘Annaixe’ Guthrie.
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Megaphone in hand, recording artiste Tosh Alexander channels the energy of a sound-clash experience in her dancehall and hip-hop-infused single Cum Yah.

“I wanted to remain true to the culture in the delivery style; there comes my decision to do more of a deejay or singjay approach,” Alexander told The Gleaner.

The lyrics are filled with bravado, which the entertainer is quick to add are figurative.

“I’m not condoning violence or the murdering of young people in my song, but a play on words. In Jamaica, we’re known to use terms like ‘murda dem’ in a metaphoric way to express our competitiveness. When I say ‘murder people pickney’, I want people to understand that it is me, playing up my confidence, saying that my style, fashion and lyrics are strong and powerful,” she said.

The rhythm, an up-tempo fusion of dancehall and hip-hop, came from producer JonFX, and after hearing it, Alexander said she was inspired to deliver vocals that would match the track’s energy.

The music video for Cum Yah was shot by popular local videographer Rogen ‘Ruption’ Walker and produced by Shari Bedasse. She was styled by Neko ‘Bootleg Rocstar’ Kelly and Annalisa ‘Annaixe’ Guthrie.

The artiste said she is pleased with the response the project has received and even more proud of the direction it took.

“The verses address feeling self-assured in who I am as a woman. My image has always been the blend of both worlds. Based on the energy of this particular song, I’m just honouring how I felt in that moment. Some days I am more soft, gentle and loving, which brings forth the sultry soul singer; other days, I’m raw, direct and unapologetic, which translates to the ‘bad gyal’, and they are both simultaneously me,” said Alexander.

Currently signed to First Class Lifestyle Entertainment, the starlet has partnered with Rayshawn ‘Ray’ Reed, label manager and music business executive and Inderan ‘Indy’ Bailey, known in the hip-hop community for work with DJ Khaled, Ace Hood and French Montana. Both industry professionals are Los Angeles-based.

Tosh Alexander said she would definitely be open to remixing the track, but has not given it too much thought because “it’s a strong record that stands on its own”.

“What’s coming is more tunes fi dem head top (laughs), more visuals and more features which ultimately give more insight into who I am,” she said.

stephanie.lyew@gleanerjm.com